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Copyright © 2006 Pearson Education Canada 17-1 Chapter Questions What is the role of marketing communications? How do marketing communications work? What
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Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)
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Communication If the truth isn’t tellable, fix it so it is. –John E. Powers If the truth isn’t tellable, fix it so it is. –John E. Powers
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